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A New Frontier in Development? The use of cause-related marketing by international development organisations

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  • Roberta Hawkins

Abstract

This paper examines cause-related marketing (crm) initiatives where the purchase of a product by a North American consumer triggers a donation from a corporation to an international development organisation. crm is quickly gaining in popularity within the non-profit sector. It is now a common means for raising funds and awareness and as such has been deemed a ‘new frontier in development aid’ yet this ‘new frontier’ has received little academic attention outside of the business management and marketing literatures. The paper extends these literatures using insights from development studies. This approach is used to analyse empirical research on the use of crm by development-focused organisations in North America. The paper argues that the crm model raises particular challenges within international development that require further analysis. These challenges include the coupling of development funding to consumption and the simultaneous marketing of products and development causes as a means of awareness raising.

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  • Roberta Hawkins, 2012. "A New Frontier in Development? The use of cause-related marketing by international development organisations," Third World Quarterly, Taylor & Francis Journals, vol. 33(10), pages 1783-1801.
    • Handle: RePEc:taf:ctwqxx:v:33:y:2012:i:10:p:1783-1801
    DOI: 10.1080/01436597.2012.728315
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    Cited by:

    1. Budabin, Alexandra Cosima & Hudson, Natalie F., 2021. "Sisterhood partnerships for conflict-related sexual violence," World Development, Elsevier, vol. 140(C).
    2. Marcela Sefora Sana & Tarcza Teodora Mihaela, 2015. "A Literature Review On Cause-Related Marketing Strategic Orientation In Business Research," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1236-1242, July.
    3. Olwig, Mette Fog, 2021. "Sustainability superheroes? For-profit narratives of “doing good” in the era of the SDGs," World Development, Elsevier, vol. 142(C).
    4. João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.
    5. Filippo Menga & Michael K. Goodman, 2022. "The High Priests of Global Development: Capitalism, Religion and the Political Economy of Sacrifice in a Celebrity‐led Water Charity," Development and Change, International Institute of Social Studies, vol. 53(4), pages 705-735, July.

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